Tyumen residents are increasingly using marketplaces – the traffic of such resources increased by 88% over the past year, while the involvement of men has become 2 times higher, which exceeds all-Russian indicators. The average time spent by residents on online shopping also increased by 22%. The greatest increase in traffic was shown by zoomers and users over 56 years of age – in 2023 they spent twice as many gigabytes as the year before. Trends were identified by Yota analysts based on anonymized subscriber data.
In the Tyumen region in 2023, each user of marketplaces spent on average 38% more mobile Internet. Most often, residents went shopping in the summer and autumn. Thus, the hottest months for online shopping were July, October and November.
In Russia as a whole, activity increased most noticeably in Megamarket and Ozon (3 times more than a year earlier), as well as Yandex Market and the Simaland service (each +46%).
Millennials are the most likely users of marketplaces, accounting for 34% of traffic in this category. Also, subscribers aged 36-45 years (28%) and 46-55 years old (17%) gravitate towards online shopping. At the same time, the greatest dynamics are demonstrated by zoomers (14-20 years old) and users over 56 years old – both groups showed a twofold increase in consumed traffic over the year.
Although Russian users have begun to pay more attention to online shopping, the audience of marketplaces has remained virtually unchanged over the past year. The exception was the 56+ category, the number of which increased by 15%. These same users began to stay on marketplaces 1.5 times longer than in 2022. However, interest in certain services does not depend on the age of subscribers.
Today, 55% of marketplace clients are men, and they consume 52% of traffic. Their interest has grown significantly over the past year: in 2023, this category of users spent 90% more gigabytes than in 2022, and women – by 56%. Men are much more active on the online platforms OnlineTrade and AliExpress, while women prefer Simaland and KazanExpress.
Analysts from another federal operator also confirmed the growing interest in marketplaces. The MegaFon press service said that in the first quarter of 2024, the volume of traffic to such sites in the Tyumen region increased 3.5 times compared to the same period last year. The most popular day for choosing goods in online stores is usually Thursday – at this time the activity of Tyumen residents increases by almost 10% of the daily average. Interestingly, on weekends residents prefer to take a break from online shopping; traffic declines on Saturday and Sunday.
